The world’s #1 music streaming service may soon let artists and record labels release music exclusively for its paid Premium subscribers. What’s Spotify’s game plan?
Spotify plans to test the exclusive paid-only tier to determine how it affects subscriber behaviour, eventually rolling it out (if all goes smoothly) to all users. This is seen as an attempt on the part of Spotify to appease record labels, who are in favour of music streaming moving toward a paid-subscription model to replace declining sales of physical music media. Additionally, Spotify is probably hoping this move will drive up its paid Premium-tier subscriptions.
This follows on rumours that Spotify was considering the move to restrict the access of unpaid subscribers to some of its music.
Spotify, which passed Pandora in December 2015 to become the most popular music streaming service in the world, has 125 million users, 39 million of which pay for Spotify Premium as of August 2016. Spotify was founded in 2006 in Sweden by Daniel Ek and Martin Lorentzon.